Poor uptake of sanitary pads in India: Preference for unhygienic methods (due to unique stigmas), no means to access/dispose of pads safely with dignity, and lack of local infrastructure to manage waste. Menstrual Hygiene Management (MHM) not understood as gateway for long-term reproductive, maternal, newborn, child + adolescent health (RMNCH+A): Lack of market understanding/beneficiary engagement prevents cost-effective product development and sustainable innovation across the continuum.